This thought should consume every church communications point person:
Your Website is Your Church’s Digital Front Door.
A First Time Guest can feel welcomed, or unwelcome, before they ever set foot on your church campus to meet one of your oh-so-chipper welcome team volunteers.
Do you ever wonder about your First Time Guest Experience? Here is an exciting way to improve your welcome and build second-time attenders.
Every church with a website now possesses the opportunity create a great first impression with a simple, warm online welcome video. Here’s why:
Morgan Spurlock, the well-known “30-Days” documentarian, described the increasingly wide acceptance (and sharing and “Liking”) of video content made from iPhones and digital cameras as the “YouTube-ification” of digital content. Most of the video we now consume across a myriad of social media channels has not been shot with professional equipment or by professional videographers.
The result of this cultural expectation-shift is that the absolute requirement for thousands of dollars worth of production equipment has been rendered nearly-obsolete for most web-delivered videos. The latest iPhone, X, shoots video at a stunningly high “4K” resolution – which few home televisions could even fully reproduce.
We now live in within a fully formed cultural acceptance of less “produced” content. Alongside the capacity on most smartphones to capture high resolution video and the availability of online video editors (YouTube has an integrated “Creators Dashboard”), no viable reason exists to justify not having some kind of personable welcome video on your church website.
Here are 23 tips for creating an engaging church website welcome video. While no church website welcome video could possibly nail all 23, find the 10-15 most important to your potential first time Guests, and start there.
- Avoid The Shakes – it is probably a good idea to find a less-caffeinated person than the Youth Minister or just employ a tripod.
- Use Good Lighting – shoot a test video and watch out for dark shadows or sun squints.
- Briefer Is Better – stay within the 2-3 minute timeframe if you want to keep the viewers attention and induce an action. Remember: your viewer’s time is a gift, not a given.
- Introduce Yourself Quickly – save your whole story for a membership class or special occasion, but clearly let them know who you are.
- Find Interesting Surroundings – unless there is a secret door behind them, do not shoot in front of your office bookcases. Shoot somewhere with visual interest, but not too distracting.
- Have A Point – ask yourself, what is the single most important thing you want a viewer to know or do? Make the video about that one thing.
- Fun Is Allowed – injecting some personality and levity may help ease a first time guest’s irrational and unfounded fears about attending a church.
- Don’t Be Funny – unless you actually are. One way to know for sure is to confirm that someone else other than your mom thinks so. Trying too hard to be funny makes a serious connection too hard for someone new.
- You Do You – self-confidence is attractive, so be yourself as much as possible. Use other staff and lay leaders to provide a personality balance if needed.
- Remember Who’s Watching – after your initial “reveal” the ongoing audience for your church website video will be 90% first time guests and friends of your parents. So, speak to the guest, not your church membership.
- Start from Zero – even if you are the biggest church in town, assume that your viewer knows nothing. Communicate the most critical information – especially if your building is confusing or the parking lot is crowded.
- Share the Moment – leverage the personality, giftedness and diversity of other staff and volunteers. Give the viewer more than one person to hear from.
- Use Strategic B-Roll – include background footage of worship and kids spaces to sustain interest under dialogue. Do not just talk about an engaging children’s ministry, show it off!
- Tell A Story – relate the experience of an attender who’s life is different because of God through your church. Testimony is the currency of transformation.
- Don’t Wing It – decades in the pulpit are still light years away from talking into a camera. Script what you have to say to avoid rambling and, umm, a bunch of, umm, filler words.
- Remember to Smile – your belief in the church and sincerity of message are unconsciously related to facial expression. A genuine smile will say more than your words ever will.
- Employ A Pro – even though the bar of cultural expectation is much lower than it was even 2 years ago, there is no substitute for an experienced visual storyteller. Professional videographers and editors will exponentially increase your communication effectiveness and will be worth every penny. That said, not having the pennies for a pro is no longer a viable excuse for not having a website welcome video.
- Set Experience Expectations – describe and show what a Guest’s worship experience could be, but don’t over sell it. The bait and switch technique only works for used car dealers.
- Use Weekend Words – cute names of buildings, services and classes are fine for insider communication, but your video should speak to outsiders. Speak with words that a functioning, non-seminarian might use on a Saturday with their children.
- Conversationally Share Vision – you can state your values without reciting a list of values… just tell them why you do what you do as a church, and how it might make a difference in their life. If you have one, build communication around your Tag Line, not your mission statement (here’s why).
- Give Audio Attention – be sensitive to background noise and make sure the audio is clear and crisp. Most people will check-out before they lean-in and strain to understand what you are saying. Good background music also sets an emotional undertone.
- Highlight Important Points – when you say something profound or a web address and twitter handle is stated, use a text “card” like the old silent movies used to. Words create worlds, say them and show them.
- Post To Facebook – which may be the easiest invitation tool you place in your peoples’ hands. Encourage sharing and liking but note if that is not happening. You may need to rethink your video approach.
Just like having a physical front door that is dirty, cluttered and out of date, a cluttered, hard to find and outdated website is a major obstacle to first time guests. But the Guest Experience only begins at your website. There are 6 other “checkpoints” every first time guest passes through.
Using a unique blend of worship-observation and team-process, Auxano Navigators leverage the experience of more than 500 Sunday Guest Perspective Evaluations to walk church leaders through each checkpoint.
After more than 14 years of experience and unparalleled thought leadership in church consulting, we are excited to share this process with churches large and small through our Guest Experience Boot Camp.
Click here to learn more about bringing your team to this collaborative two-day event coming up February 21-22 in sunny and warm Phoenix, Arizona.
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